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Donald A. Norman
“Principles of design:
1. Use both knowledge in the world and knowledge in the head.
2. Simplify the structure of tasks.
3. Make things visible: bridge gulfs between Execution and Evaluation.
4. Get the mappings right.
5. Exploit the power of constraints.
6. Design for error.
7. When all else fails, standardize.”
― Donald A. Norman, The Design of Everyday Things

Peter Morville
“The journey transforms the destination.”
― Peter Morville, Ambient Findability: What We Find Changes Who We Become

Rudyard Kipling
“I keep six honest serving men (they taught me all i knew); Theirs names are What and Why and When And How And Where and Who.”
― Rudyard Kipling

“You cannot change what you do not measure and you should not measure what you will not change.”
― Eric T Peterson

“You can't manage what you don't measure.”
― Brent Dykes, Web Analytics Action Hero: Using Analysis to Gain Insight and Optimize Your Business

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